What eCommerce blog topics should you include in the marketing strategy for your small business?
When it comes to blogging, you may wonder what you should write about, what topics to cover, or even whether blogging should be included in the marketing strategy for your eComm business.
Why does your eCommerce website need blogs?
Regardless of business size, a blog is an effective and powerful marketing tool for eCommerce websites. Blogs help your audience to learn more about your business, brand, and products.
By educating them, you build their trust and increase their engagement. Put it differently, blogs help convert traffic into leads and move your audience through the marketing funnel, towards the BoF (bottom of the funnel) where conversions occur.
Also, providing your audience with relevant and valuable content through blogs will establish your brand as an authority and expertise in your industry and increase your audience’s trust and interest in your business.
Furthermore, blogging contributes to SEO. Every time you publish a blog to your website, it’s one more opportunity to increase the website visibility on the SERP and get organic traffic. When publishing blogs on regular basis, you tell Google that your website is active.
Aside from that, valuable content increases the website user experience which is an important Google ranking factor and influences the website’s position on the search engine result page.
However, not every blog is a valuable piece of content for your audience. Bear in mind that your blogs need to meet user needs and be created around their search intent.
Conduct Keyword Research before choosing eCommerce blog topics
Conducting keyword research is a powerful way to improve the search engine ranking of your blog posts and user experience, by finding popular words and phrases that your target audience is searching for.
This process provides valuable insight into problems, needs, and questions that your audience has.
When searching on Google, people use keywords that we should include in the website in order to get our content in front of our audience. Before you start writing a blog, you need to understand which search terms your audience uses and incorporate them into the blog. As we said, website content needs to provide value to the user and be created around what they want to discover about our business and products/services.
In this article, Aleph Website discloses 7 eCommerce blog topics that will engage users and take them back to your website.
1. Current Event and Seasonal Content
It’s always a good idea to follow current events that are relevant to your niche. This way, you can come up with a new topic idea that your audience is interested in at that moment.
For instance, if you’re selling dog cosmetics, you can write a blog about how to care for a dog during the summer season. This blog topic would be educational and useful for every dog parent, (which is a target audience in this case) and show them your expertise in this industry.
Also, there are a lot of opportunities for seasonal content. Think about how your business and products are related to different seasons, and write a blog that is related to the current season.
Important tips to consider when publishing commercial blog posts:
- create CTA (call-to-action) sections that lead to your online shop pages
- Use gateways for payment and make sure you have multiple payment methods including PayPal, and stripe.
- Focus on maintaining the same website design and provide a good shopping experience when people move from the blog post to your commerce product pages
- Show your brick-and-mortar images to increase trust between the online shopper and your eCommerce business
- Use Magento or Woocommerce as your online selling solutions
- Distinguish between B2C and B2B Product pages. There are many differences here
- Increase your online sales by using Social Commerce (share product pages on your social profiles)
- Stay within your retail bandwidth to avoid disappointing any of your customers
2. Stories about your products
Blogging is a great way to tell a story about your products. If you’re selling dog cosmetics, you can write a blog about which shampoos are the best choice for which skin type, etc.
You talk about your products, but in an informative way, not pushy, salesly. By doing so, you get your readers engaged with your brand, which increases the chances they’ll become your paying customers.
3. Testimonials and customers’ stories
Aside from stories about your products, you can always turn your customer’s testimonials and reviews into a blog post. You can write a story based on your customer’s experience which is a great way to help potential customers identify with them.
Consumers trust each other more than they just trust the people behind the business. so when they’re making a purchase decision, they like hearing others’ experiences. Including customer stories are a great way to humanize your brand!
4. Answer people’s questions and comments
Analyzing customers’ feedback is crucially important for business growth. It’s the same with your content marketing strategy.
Once you start focusing on comments and questions that readers leave on your blogs, you’ll get more insight into what content they need and how to get closer to them.
Aside from considering comments and questions people leave on your blogs, you can always check Google SERP to see what People Also Ask.
5. How-to Blogs
How-to is one of the most popular blog types. When searching online for answers to their problems, typically how-to blogs are a valuable content resource that users want to read.
This blog type is a great way to let people enter the awareness stage of their buyers’ journey since it provides content that is related to informational search intent.
Once your advice from a how-to blog post helps the user to solve real-life problems, you build their trust and increase the chance they will convert.
6. New Product Announcement
A new product is coming to your store? A perfect way to let your customers know about it is to create a blog with a new product announcement.
This blog post will attract consumers’ attention and interest early by letting them know what sets your new offer apart from others, and what the benefits and opportunities for pre-ordering are.
7. Interview an expert in your field
Interviewing experts for your blog posts is a great way to provide value to your audience and give them real-life advice. Make sure the expert advice that you include in your blog post is useful and extensive.
In order to meet users’ needs, draft questions for the interview in advance and ask yourself:
- What are your audience’s needs, problems, and pain points?
- What information would your audience like to get about this topic?
- What are their concerns?, etc
Once you understand better the answers to these questions, you can create a list with relevant questions.
CONCLUSION: eCommerce blog topics for small businesses
As we mentioned, blogging is a great marketing tool for any eCommerce site, regardless of business size. Blogs educate customers and engage them with your brand.
There are a lot of eCommerce blog topics that you can include in your eComm website, so it’s a good idea to combine different blog types and topics that your target audience is interested in.
Thus, in order to provide valuable content for your audience through blogging, it’s necessary to research what your audience is searching for, and what their problems, needs, and pain points are.
